Net-a-Porter celebrates five years of beauty

Its global beauty director Newby Hands was in Singapore to meet tastemakers, brand owners and beauty junkies to share the e-tailer’s latest offerings and market insights.

Local celebrity makeup artist Clarence Lee; and Nicolas Travis, founder of homegrown skincare label Allies of Skin shared their beauty tips at the cosy session in the swanky attic of a members’-only club.

When Net-a-Porter was launched five years ago, its offerings were meant to complement the shopping habits of its fashion consumers. Sophisticated, cosmopolitan, and discerning, these women have deep pockets but demanded mainly classic colours and effective skincare that would fit their jet setting and professional lifestyles, says Hands.

The latest beauty trends and shades were not necessarily their priorities.

“They may buy their bags and shoes in the latest pastel spring shades, but not the makeup in those colours,” she lets on.

Starting out with just 10 cult beauty labels that were not well-known internationally but offered quality formulas, #NetaBeauty did not aim to be Sephora.

Some of the first few brands stocked on the site were the scientifically-proven Dr Jackson’s, the legendary Kevyn Aucoin, fair trade Kahina Beauty, and Miranda Kerr’s Kora Organics.

Along the way, the tried-and-tested products of established brands such as Estee Lauder, L’Oreal’s Clarisonic, and French drugstore staple Caudalie were added to the fold.

To keep things exciting, the eponymous lines of the celebrity makeup artists Charlotte Tilbury and Pat McGrath were thrown into the mix.

The business strategy proved successful. Today, there are close to 200 labels, from the ultra-pricey Nature Bisse serums that cost US$1,000+ a pop, to US$14 Eve Lom exfoliating muslin cloths.

At the anniversary event, Hands also disclosed the buying behaviour of Net-a-Porter’s consumers.